Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions

family, friends, co-workers, or subordinates. Take the criti-

cism seriously and adjust your site as necessary.

4. Remember the Web’s Disjointed Nature.The Web does not
   flow nicely from page to page like a book does. Since Web
   pages often have no relation to one another, it’s crucial to
   repeat important information over and over on each page.
   Remember that users may enter your Web site from a page
   you did not intend them to use.


5. Have Something Important to Say.All information on your
   site should include substance.
   For more information on writing for the Web, check out
   http://www.thewritemarket.com.

Ways to enhance your Web site:

■Include a “Make This Site Your Home Page” option.

■Create easy referral links where people can tell their co-

workers, friends, and families about the site.

■Host a weekly “opt-in” newsletter.

The following Web sites keep customers coming back:
http://www.amazon.com
http://www.1800flowers.com
http://www.sears.com
When developing your event Web site, think about what makes
you frustrated when surfing the Web. Some of these frustrations
may include:
■Omitted information
■Slow-loading pages
■Difficult-to-find sites

You must eliminate these obstacles to promote use of your site.

PROMOTING YOUR SITE

Once the design phase is complete, you have to direct people to
your site. Meeting Newsoffers eight easy ways to encourage at-
tendees to visit your site:

1. List the Web address for your event on high-traffic search
   engines and directories (e.g., Yahoo!, AltaVista, HotBot, and
   Excite).

Marketing Your Event on the Internet 63